A topical ad for a one-dollar menu from the Burger King fast food chain was taken for review. The design of the commercial is emphatically cheap and artificial: a man in a plastic mask of a medieval king sits on a throne in the middle of a restaurant kitchen. First of all, advertising captivates with its authenticity, that is, the proximity of the form to the content. The ad emphasizes this in a deliberately ironic way, thus humorously elevating the value of its product.
Restaurant staff are standing around the king and scattering money, which happens against the background of the green screen with the imperial chambers. This implies that the person on the throne refers to the visitor who saved money by going to Burger King. Advertising puts the buyer on a high pedestal in relation to the service system, which, however, is presented in a reduced manner. Thus, a certain trust is built between the viewer and the advertisement, based on an awareness of economic difficulties. Played in an ironic way, it is not taken seriously, and therefore only attracts the client. The humor used in advertising also facilitates the emotional connection of the viewer with the product, that is, it provides the pathos of the message.
Voice acting plays an important role in the video. The commercial is targeted at a male audience of middle and lower economic means, which is heard in the rough, but friendly intonation of the announcer. In this way, the ethical trust of the buyer is earned. The remarks themselves imply that the purchase of a one-dollar menu is a volitional decision of the client, in particular, the slogan “Your way – way better” is notable (Burger King, 2021). The viewer is logically convinced that it is profitable to buy at Burger King, and this is confirmed by visual metaphors. The screen dying out behind the king at the last second of the advertisement emphasizes the irony and makes one think that buying at Burger King is a pleasure worth its little money.
Work Cited
Burger King – $1.00 Your Way Menu. “2021 Commercials Vol 4 (TNT – January 3)” YouTube, uploaded by Commercial Break, 2021, Web.